India loses one woman to cervical cancer every seven minutes, a stark and unsettling reality that often goes unnoticed. Addressing this silent crisis, MediBuddy has launched a powerful awareness campaign titled #AskTheUnasked, aimed at reframing conversations around women’s health.
The campaign takes a bold and discomforting approach to spotlight how questions surrounding women’s lives often dominate social conversations, while critical health concerns remain unspoken. The campaign film opens with a rapid montage of intrusive, familiar questions “Boards mein kitne aaye?” “Boyfriend hai?” “Shaadi kab?” “Bacche kab?”layered against everyday sounds and fast-paced visuals. The rhythm abruptly halts as the narrative pivots to a question rarely asked aloud: Could you be at risk of cervical cancer?
Through a calm and direct tone, the film highlights the sobering truth that cervical cancer is largely preventable and highly treatable when detected early. Yet, in India, delayed diagnosis remains common as symptoms are often normalised or ignored. Instead of overwhelming viewers with medical jargon, the campaign humanises the issue by spotlighting commonly dismissed warning signs such as abnormal bleeding, pelvic pain, unusual discharge, and sudden changes in menstrual patterns.
With #AskTheUnasked, MediBuddy urges families, partners, and communities to normalise conversations around cervical health and act before silence turns into risk.
Commenting on the initiative, Satish Kannan, Co-founder & CEO, MediBuddy, said, “With early intervention, cervical cancer has a 91% survival rate, yet far too many women in India reach care too late. This is not due to lack of medical solutions, but delayed action. HPV testing and Pap smear tests help detect early changes that can be treated even before they develop into cancer. HPV vaccination is recommended for not only young girls before the onset of sexual activity but also all women in the reproductive age group, as it can help prevent cervical cancer. Early detection can prevent nearly 70% of cases, yet these steps are still avoided due to hesitation and stigma. With #AskTheUnasked, MediBuddy is encouraging everyone to normalise conversations around cervical health, recognise early symptoms, support timely screening, and adopt prevention tools that already exist.”
